Facebook Ad Foundation 4: Facebook Ad Type Guide

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Different campaign goals also have different types of creatives. In this section, you'll focus on what Facebook ad types are and what the specifications for each ad type are. Let's take a closer look at all the different ad types and find out which ones match your campaign goals!

1

Get leads with website traffic

One of the most common purposes of Facebook ads is to attract traffic to your site. This can increase the overall coverage of the site, or attract users to dedicated landing pages and potentially buy your products, subscribe to newsletters, or participate in other potential generations. Here's a breakdown of Facebook ads to help you attract site visits.


1.1 Link Click Ads

支持的展示位置:Right Column,Desktop Newsfeed,Mobile Newsfeed,Audience Network和Instagram


This type of ad helps promote your external site and attract people to your target pages. You can use Link Click Ads with multiple placements, so you can run this ad in multiple placements and attract a large audience, as well as fans who might like your Facebook Page! In addition, viewing comments and replying can increase engagement!


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Ad copy text: 90 characters

  • Title: 25 characters

  • Link Description: 30 characters 


1.2 Video Ads

Supported locations: Desktop Newsfeed, Mobile Newsfeed, Network Audience and Instagram


In fact, Facebook video ads are another form of link-click ads -- ads that contain videos, not still images.


Specific requirements:

  • Ad copy text: 90 characters

  • Supported aspect ratio: 16:9/9:16

  • Size: Up to 4 GB

  • Loopable

  • Video can last up to 120 minutes, but most of the best-performing videos are 15-30 seconds


1.3 BoostPage Posts

Supported locations: Desktop Newsfeed, Mobile Newsfeed, Network Audience and Instagram


Every time you post on your Facebook Page, Facebook gives you an opportunity to expand your reach with Boosted Post.


When you click Boost Post, you can set your target audience and how to bid, and promote your Page to the appropriate Facebook ad audience.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Ad copy text: Unlimited

  • Title: 25 characters

  • Link Description: 30 characters 


The Boostpage Post looks exactly like a regular Facebook post, except that the ad has the word "sponsor" on top.

2

Get potential customers by selling products or services

If you're running an e-commerce store or have multiple offers to promote, Facebook lets you show a range of products and services in a single ad.


Facebook has also developed ad types that allow users to submit emails or interact with your brand without leaving the Facebook platform. By not leaving the platform, load times can be increased up to 10 times! This results in a great user experience and reduces the time (usually money) required to get new leads.


2.1 Carousel Ads

Supported locations: Desktop Newsfeed, Mobile Newsfeed, Network Audience and Instagram

The carousel ad format lets you set up to 10 images or videos in an ad, and you can also set the corresponding title, link, and call-to-call term for each one.


This feature is useful for e-commerce advertisers who want to promote multiple products in their stores, or advertisers who want to promote different posts.


Specific requirements:

  • Recommended image size: 1080 x 1080 or 600 x 600 pixels

  • Ad copy text: 90 characters

  • Title: 25 characters

  • Link Description: 30 characters


2.2 Dynamic Advertising (DPA)

支持的展示位置:Right Column,Desktop Newsfeed,Mobile Newsfeed,Audience Network和Instagram

Simply put, Facebook's dynamic product ads are like display ads for remarketing products. It retargets users based on their past actions on your site or application.


All you have to do is upload your product catalog to Facebook and double-check that the Facebook Pixel is installed correctly on your site page. Facebook's advertising system automatically captures and remarketss data.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels or 600 x 600 pixels

  • Ad copy text: 90 characters

  • Title: 25 characters

  • LINK DESCRIPTION: 30 WORDS


2.3 Lead Development Ads (Lead Ads)

Supported locations: Desktop Newsfeed, Mobile Newsfeed, Network Audience and Instagram


This type of ad is the ideal way to get new leads so people can download your content or sign up for your form without leaving the Facebook platform. This makes it easy and fast to get lead email addresses for late-stage development customers!


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Ad copy text: 90 characters

  • Title: 25 characters

  • Link Description: 30 characters

  • Form settings require a privacy policy and a website URL link 


Once users fill out the form, their email address will be stored in your Facebook ad account.


2.4 Canvas Ads

Supported placements: Mobile Newsfeed

Canvas is an interactive ad that lets users interact with content on Facebook, limited to how we interact with mobile devices, and is currently only available on mobile devices.


With Canvas, your target audience can slide the interface in the image carousel, tilt the image in different directions, or slide to zoom in or out. Canvas is also 10 times faster than a standard mobile Web application!


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Ad copy text: 90 characters

  • Title: 45 characters


Canvas can be further set up:

  • The header with a logo can be placed

  • Full-screen image

  • Text box

  • Out-of-station link button

  • Picture Carousel

  • Autoplay video

  • Full-screen image

  • Product catalog 


2.5 Collection Ads

Supported placements: Mobile Newsfeed

With Facebook Collection Ads, you can show a wide range of products available on your site. This new format makes it easier to engage users to browse and buy products in an immersive way!


Specific requirements:

  • Image size: 1200 x 628 pixels recommended

  • Image scale: 1.9:1 (no more than 20% of text on the picture)

  • Title: 25 characters recommended

3

Increased Page engagement

The type of Facebook ad you choose should depend on your campaign goal - what you want from your campaign. In particular, there are two campaign goals that can help you increase the number of Likes on your Facebook page and/or increase the reach of what you post on Facebook.


Thanks to Facebook's latest update, average regular posts on your page will only naturally reach 2-3% of your fan base. Promoting your posts is a great way to make sure all your fans see your message.


3.1 Page Like Ads

Ad type page Like supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

Page likes are the top ads to increase the number of Likes on your Page. They can be displayed in all placements and contain visible call-to-call terms so that users can immediately "like" your page.


3.2 Photo Post Ads 

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

Want to attract your Facebook fans? This Facebook ad type has the most space to show your beautiful pictures! Choose the picture and you'll get all kinds of comments and likes. You can also insert a link in the text description of a post, but don't expect it to bring in too much traffic.


To get more reviews or likes, ad types aren't the primary factor, and focusing on targeting people who are interested in your Page is the key! If you just want more likes, choosing a Page likes ad would be more appropriate and cheaper than this type of ad.


Tip: It's important to choose the right picture to perform well.


3.3 Video Post Ads

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

Video ads can increase audience engagement. It can establish a more strong link, there is a strong sense of generation. A large number of advertisers are now using video ads to attract and connect with audiences.


Because you can retarget your audience based on the video you're watching, this ad type is great for creating custom audiences and working with other ad types.


Specific requirements:

  • Ad copy text: 90 characters

  • Supported aspect ratio: 16:9 (full screen) to 9:16 (full screen)

  • Archive size: up to 4 GB

  • Video can last up to 120 minutes, but most of the best-performing videos take 15-30 seconds

  • Audio: Stereo AAC Audio Compression, 128kbps plus (preferred)


3.4 Text Post Text

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column


This kind of advertising focuses on the topic of engagement. However, it is usually used with the image, and the image is relatively better for the ad.

4

Installation of mobile and desktop applications

Since the launch of the mobile app, Facebook has become one of the biggest players in mobile advertising. Mobile app installation ads offer a unique opportunity to attract new mobile app users on Android and iOS. If you're promoting your mobile app, follow the following forms of advertising.


4.1 Mobile Apps (Mobile App)

Supported placements: Mobile Newsfeed

Mobile app ads are ideal for more installations for your mobile app. The ad only appears on the mobile news feed. The App Store pops up as soon as the user clicks the "Install" call. This provides a high conversion rate.


When you use this Facebook ad format, you'll have a number of other targeting options that you can use to adjust your audience. For example, you'll be able to select the iOS/Android version that you want users to own, or target only mobile devices or tablets, and only people connected to WiFi networks.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Image scale: 1.9:1

  • Ad copy text: up to 90 characters (image text must not exceed 20%)


4.2 Desktop Apps (Desktop App)

Supported placements: Right Column and Desktop Newsfeed

This type of ad engages users with your Facebook app and engages people to interact.


Because mobile devices don't support Facebook apps, you can only target Right Column and Desktop Newsfeed.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Image scale: 1.9:1

  • Ad copy text: up to 90 characters


4.3 Instagram Mobile App Ads

Supported placements: Instagram

When Instagram users see your ads on mobile devices. This means that since they are conscious about downloading Instagram, they may also be interested in downloading other mobile apps.


You can select images and video ads for your Instagram mobile app ads.


Specific requirements:

  • Image Scale 1:1

  • Picture size: 1080 x 1080 pixels

  • Minimum resolution: 600 x 315 pixels (1.91:1 landscape) / 600 x 600 pixels (1:1 square) / 600 x 750 pixels (vertical 4:5)

  • Highest resolution: 1936 x 1936 pixels

  • Description: Text only, 125 characters recommended

5

Attracting visitors to a store or event

The three ad types in this section are primarily used for offline promotion.


5.1 Event Response Ads (Event Ads)

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

Facebook events are a great way for event organizers to attract more users.


Depending on the size of the event you're promoting, you might want to limit the geographic coverage of your ads to users in the same city or region where the event is being held.


Specific requirements:

  • Recommended image size: 1920 x 1080 pixels

  • Image scale: 1.9:1

  • Ad copy text: up to 90 characters

  • Title: 25 characters

  • Link Description: 30 characters


5.2 Coupon Ads (Offer Claims)

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

This type of ad is ideal for physical store owners who want to attract more people.


Once the coupon ad is online, anyone who clicks on your ad and redeems the offer will receive an email with details and terms of use.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Image scale: 1.9:1

  • Offer Title: Up to 25 characters

  • Ad copy text: up to 90 characters


In order for you to be able to create coupon ads, your Facebook Page must have at least 50 "likes."


5.3 Local Awareness Ads (Local Awareness Ads)

Supported placements: Desktop Newsfeed, Mobile Newsfeed and Right Column

Another way to get people's attention is to use "local awareness ads." This type of ad is best suited for Facebook's location-based targeting, helping you reach people who are currently near your store.


You can add call-and-call terms such as "call now" and "send a message" to make it easier for people to contact you.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Image scale: 1.9:1

  • Text: 90 characters

  • Title: 25 characters

  • News Feed Description: 30 characters

6

Use the Messenger Chat Tool (Messenger Ads)

Supported placements: Messenger Inbox and Messenger Stories

Messenger is a daily chat tool. Users will see your ad in your inbox in the conversation and can click to initiate a Facebook conversation with your page.


Specific requirements:

  • Recommended image size: 1200 x 628 pixels

  • Minimum width 254 x 133

  • Image scale: 1.9:1

  • Text: 125 characters

  • Title: 25 characters

  • Description: 30 characters

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